Himesh Reshammiya is everywhere: playing inside every auto-rickshaw, dominating a dance floor, and constantly on all movie channels. There are videos, usually featuring Emraan Hashmi, set to an increasingly generic blend of Reshammiya's uniquely nasal voice and thumpingly aggressive beats.

The first time around, his song kinda grew on us. It was, for lack of another vague word, 'different.'

But the hits continue, relentlessly. The absurd crooning now features in virtually every Bollywood release. Are we bored yet?